A New Deal for Wine

Abstract Currently, scholars hold that the government’s principal contribution to the California wine industry’s recovery from Prohibition in the 1930s was to get out of the way, freeing entrepreneurs to conduct business properly; according to this interpretation, the United States only taxed the product and impeded progress. But this article argues that in the areas of regulation, promotion, and protection of the wine industry, the federal government provided a framework for California winemakers to succeed and that, moreover, it often did so at their request and in cooperation with them. Though New Deal laws and regulations did not benefit all stakeholders equally, they did work to bring economic recovery to an industry that suffered from both Prohibition and the Depression.